(DOC) Sales development and merchandising
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Added on 2020-01-07
(DOC) Sales development and merchandising
Added on 2020-01-07
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Sales development and merchandising1
Table of ContentsINTRODUCTION ...............................................................................................................................4TASK A................................................................................................................................................41.1 and 1.2 Key components of the product and contribution of product mix to sales and profit ..41.3 Market segmentation contribute to maximise sales..................................................................6TASK B................................................................................................................................................72.1 Factors affecting buyer behaviour.............................................................................................72.2 Advertising media for effective sales development situations...................................................82.3 Use of external merchandising to maximise customer volumes..............................................10TASK C..............................................................................................................................................123.1 Influence of design and layout on customer spending.............................................................123.2 Effectiveness of internal merchandising materials..................................................................133.3 Different promotional activities according to different scenarios...........................................15TASK D..............................................................................................................................................164.1 Personal selling techniques......................................................................................................164.2 Influence of operational design on sales revenue....................................................................174.3 Key principles for sales training programme...........................................................................17CONCLUSION..................................................................................................................................18References..........................................................................................................................................202
INTRODUCTION Sales development is a process which helps organisation in earning seamless and efficientrevenue. The team is responsible for it, whose role is to identify, connect and qualifies the lead(Rosenau and Wilson, 2014). This qualified lead is transferred to the sales person who takes overthe remaining process regarding the sales. On the other hand, merchandising refers to the process ofproduct sales to a retail customer. In this, varieties of products that are placed for sale by keepingthem at display for attracting users to purchase them (Tesone and Ricci, 2012). For the current study, Alton Tower hotel and theme park of England is taken into theconsideration. Alton Towers Resort was opened in 1860 with the flower shows and garden tours.Nowthese services are expanded to theme park, accommodation, conference centre, extraordinarygolf, spa, forest tree top quest, Water Park and hotel (Schultz, 2016). This file will cover areas related to product elements, external sales development techniques,tools and techniques of internal sales promotion and merchandising and role of staff members inmaximising the sales of Alton Tower hotel and theme park. In the end, conclusion is explained withthe key findings and meaningful measures. TASK A1.1 And 1.2 Key components of the product and contribution of product mix to sales and profit The major task of Alton hotel and theme park is to satisfy customers by providing highquality services. It is providing unique, creative and innovative services to the people for fulfillingtheir expectations, wants, needs and desires. Along with it, Alton tower resort tries to make the tripof users memorable by offering them variety of services in hotel and various amazing rides in themepark (Oborin and et.al., 2013). The hotel attracts and influences people by its different themes onfictional characters, decoration of rooms in English style, various categories of rooms and manymore. On the other hand, theme park consists of ten themed areas with beautiful gardens andhistoric towers (Rowe, 2014). With respect to this context, key components of product are dividedinto 4 parts which is explained below. Core Products: Core products are related to the core competencies of the business and helpsin attracting users in a single time. These core products lead to satisfy the users in mosteffectively manner. Alton tower hotel provides huge range of quality services to theircustomers which results to enjoy their stay (Hasan, 2014). Effective accommodation of hoteland various rides of the theme park results to fulfil the expectations of the people which leadto increase in sales and profit of the firm. In addition, delicious and quality food of3
restaurant also satisfies people which results to increase the number of customers(Lindemanis and Gaile-Sarkane, 2012). Facilitating Product: These products are those services which enable users to consume coreproducts of the enterprise. They result to makes the core products available for the customeras per their requirement and demand. The front desk, reservation departments, proper staffmembers of Alton Hotel, hosts and wait-staff in its restaurant results to provide coreproducts in effective manner to the individuals which makes them satisfied and happy(Millar and Baloglu, 2011). The effective manner in which staff members deal with theirpeople enhance the reputation, brand image and value of the hotel among them. Supporting Product: These products are offered by the hotels on a complementary basis.These products act as supporting material for the core products. In other words, they arebundled with the core services for increasing their value and quality for the customers(Gustavo, 2013). Hotel provides these products in the form of concierge service,multilingual staff, and 24-hour room service and may other services. The various, attractivethemes and decorations of the rooms results to consume the core services in best possiblemanner which makes the stay of consumers memorable and enjoyable. Security services tothe rides are work as supporting product as it makes people to feel safe and secure whichresults to increase their fun and enjoyment (Hill and Hill, 2012). Augmented Product: These are the peripheral services which are combined with the coreproducts to make them more attractive and beneficial. Alton Tower hotel provides theservices of spa, games, entertainment, leisure time services, etc which results to makes thecore products of the hotel more beneficial and effective (Johnston and Marshall, 2013).These products add more value to the core products and results to satisfy the consumers ineffective manner. This service increases the sales which results to enhance the profit of thehotel and theme park. All the above information about the product components of the Alton Tower Hotel andtheme park results to enhance its sales and revenue. These quality services provide higher customersatisfaction which leads to visit the place again and this makes good and effective image of thehotel. On the other hand, amazing, thrilling and family rides in the theme park results to providebest experience to the people. Along with it, product mix helps the hotel and theme park tounderstand the requirements and expectations of the people for providing them services accordingly(Harris and Dennis, 2011). It results to provide innovative and creative products to the people ofdifferent types. Product mix is conducted by the firm in all the fields such as accommodation, foodand beverages, hospitality, various rides, etc (Ingram and et.al., 2012). Customer satisfaction results4
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